Discussion group for Government Web Metrics/Analytics.
Web Analytics Presentation to U.S. Fish and Wildlife Service’s Internet Developer Conference
December 8, 2010 at 2:49 pm #117432
Here’s a Web Analytics presentation I made yesterday (12/7/10) at the U.S. Fish and Wildlife Services’ Internet Developer Forum. Comments welcome.
December 8, 2010 at 3:17 pm #117445
Great presentation Tim…put it in an easier format below.
-It seems like most traffic is towards transactional information – do you think that’s true? How to get benefits/rules/etc
-What percent of people come via search? I’d imagine it’s high but I wonder – personally when I look for gov’t info I start with google…what do you do to ensure high SEO?
December 8, 2010 at 3:26 pm #117443
Thanks. My agency blocks access to SlideShare, so I can’t look it it.
Social Security’s web site is heavily tilted to transactional stuff because we have an enormous workload with 78 million baby boomers nearing retirement. We simply have to get folks to conduct business with us on line, or we will be crushed.
Other agencies are not faced with the same sort of imperative we are, but the fact remains, people come to web site to accomplish some task. Government web sites are no exception.
I frequently point out that fewer than one-third of visitors to the SSA web site enter at the site’s home page. Clearly, search drives this. Over a third of our incoming traffic comes from just the top three search engines.
Which is why I argue for less love and attention to home pages and more for the rest of our sites.
December 8, 2010 at 3:28 pm #117441
Have you ever seen a tight ROI description like you discussed? Better customer service online saves phone calls/saves in-person visits/saves $….I think that argument is great but wonder why it isn’t as prevelant.
December 8, 2010 at 3:31 pm #117439
Well, the one I cited is widely used within our agency. Based on the analytics we get from a customer satisfaction survey on our Frequently Asked Questions site (http://ssa-custhelp.ssa.gov/), we estimate substantial (double-digit) FTE savings to the agency. This is people not having to answer the phone, and who can do other work.
December 8, 2010 at 6:36 pm #117437
Nice presentation, Tim. Which content did your audience respond best to? Struggle with?
Are you aware of any good Federal examples of social media monitoring?
December 8, 2010 at 7:01 pm #117435
Hard to say. I don’t work for the Fish & Wildlife Service, and they didn’t give me much guidance on what they wanted to hear. There were speaker eval sheets, and I specifically asked for comment on the content vis a vis what they expected and the technical levels they expected; will post results here when I get them.
The Social Media monitoring business is moving so rapidly I doubt many Feds have managed any acquisitions all the way through the pipeline yet. SSA uses the Neilsen “Buzz Metrics” product, which is one of Forrester Research’s leading “listening platforms,” but there are new ones coming on the market all the time. Most of them appear to be oriented to organizations that intend to interact with Social Media (i.e., respond to it actively), not just monitor it.
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